Starbucks Korea sees 50% jump in customers with ‘One More Coffee’ coupon

A customer gets a cup of coffee at a Starbucks coffee shop in Seoul. Yonhap

Starbucks Korea said Wednesday that customers using its “One More Coffee” program surged by 50 percent from the previous week after the company expanded the benefit to mark a membership milestone.

The program, which usually covers five beverages — brewed coffee, iced coffee, Americano, cafe latte and cold brew — offers a 60 percent discount coupon for a second drink. Until now, the discounted second cup was limited to brewed coffee and Americano drinks.

Starting Sept. 1, to celebrate reaching 15 million members, Starbucks expanded the promotion to all menu items for the month. The result was a sharp increase in customers opting for a second drink.

Data showed that 80 percent of the coupons were used after 1 p.m., with decaf Americano and half-decaf Americano accounting for 60 percent of redemptions. With the coupon, a tall-size decaf drink cost 2,000 won ($1.5).

Starbucks also added a weekend promotion for September: customers ordering delivery worth 20,000 won or more through its mobile app will receive free delivery, and the “One More Coffee” coupon can be used in combination with delivery orders.

“Our 15 million member appreciation event is receiving a strong early response,” said Lee Sang-mi, head of marketing at Starbucks Korea. “For customers who enjoy more than one cup of coffee a day, we recommend experiencing Starbucks’ differentiated ‘One More Coffee’ program.”

This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.